On September 10 and 11, Plug-Mi the event celebrating urban culture and street fashion, took place in Milan, Superstudio Più.

The festival created and promoted by Fandango Club and supported by various partners, including the Italian footwear show Micam, took place after three years from its debut in 2019 in a new location and hosted a transversal audience of insiders and consumers attracted by the worlds of art, music, sport and fashion.

Along with a series of innovative projects focused on customization and sustainability, among other characteristics, the event presented hosts and unique surprises including shows by Shiva, Rhove, Slait & Miles and Planet Funk.

The event also offered DJ-sets, sport performances, workshops and talks with some of the protagonists of urban culture and special collections. AW LAB, official retail partner and main sponsor of the event, presented new releases, exclusive limited editions and special initiatives related to customization and gamification of various international brands including Adidas, Converse, Crep, New Balance, New Era, Nike, On Running, Puma, VRL and a preview selection of the Power brand, a debuting own brand that will be launched through the AW LAB stores in October. Other brands including Celio, MFGA, Omy, Revibe, Zero Blasterfirm, and 93Greenstyle presented some of their newest projects. Eastpak, in particular, showed a series of limited edition backpacks made by recycling used backpacks. 

Lotto launched a streetwear capsule inspired by New York streetwear style, debuting for the occasion but soon also in select stores. Along with the clothing project, it sold a line of sneakers customized during the event by artist Morrispagnol.

Reebok participated by presenting the "Be P-Art" project, a contest open to all young creative talents who want to approach the NFT world, with ambassadors Giovanni Motta, painter and cryptoartist, and Mendacia Veritatis, Brazilian multidisciplinary artist. 

Italian brand W6YZ offered a “meet&greet” initiative with a TikTok influencer and the chance to have some models customized. Flower Mountain, a Japanese lifestyle brand that draws inspiration from the cycles of nature, presented its hiking-inspired metropolitan look sneakers.

Lacoste offered the opportunity for the public to engage with two artists who have revolutionized the world of pop and hip hop music in Italy, Beba and Rossella Essence, who launched a singing contest on their own channels TikTok and therefore met their fans.

Among participating artists there were Tvboy, an acclaimed Italian street artist exponent of the NeoPop movement, Ravo, one of Italy's best-known contemporary artists, and numerous emerging talents exhibited their works at the NFT Art Gallery powered by Reebok.

Other activities hosted by the event included a special Basket Playground powered by Rinascente hosting basketball contests, a skating ramp sponsored by Phobia an area dedicated to tattoos by Davide Riva Tattoo. Among the many initiatives of the two-day event Seriplanet, a company specializing in the customization of clothing, sneakers and footwear working for top fashion brands including Prada, Balenciaga and Louis Vuitton, presented a series of on-demand live customization through its own Plus Design project. 

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